I am a Professor of Marketing in the School of Business Administration at Gonzaga University, where I teach or have taught courses in marketing, marketing research, multivariate statistics, data visualization and business analytics.


2006: Ph.D. (Business) University of Kansas, Lawrence
2000: Master of Engineering (Software Systems) Birla Institute of Technology and Science (B.I.T.S), Pilani (India)
1997: Master of Management Studies B.I.T.S, Pilani (India)

Select Publications

  1. Patil, Vivek H. (2015). Gender and Publication Activity in Top Marketing Journals, Academy of Marketing Studies Journal, 19 (3), 216-228.

  2. Patil, Vivek H. (2014). Identification of Influential Marketing Scholars and their Institutions Using Social Network Analysis, Journal of Marketing Analytics, 2 (4), 239-249.

  3. Joseph, Kissan, Ramanathan Subramaniam, and Vivek Patil (2013), “The Impact of Consumption Hassle on Pricing Schedules,” Managerial and Decision Economics, 34 (1), 1-14.

  4. Patil, Vivek H., Matthew Q. McPherson, and Daniel L. Friesner (2010), “The Use of Exploratory Factor Analysis in Public Health: A Note on Parallel Analysis as a Factor Retention Criterion,” American Journal of Health Promotion, 24 (3), 178-181.

  5. Patil, Vivek H., Surendra N. Singh, Sanjay Mishra, and Todd Donovan (2008), “Efficient Theory Development and Factor Retention Criteria: Abandon the ‘Eigenvalue Greater Than One’ Criterion”, Journal of Business Research, 61 (2), 162-170.